Last updated: 5/18/2019
Determining the Right Budget
There is a lot of advice out there about how to determine the budget and number of impressions needed for a successful campaign, and we encourage you to do your due diligence. This article is not meant to be the end all be all of campaign budget advice, but it should give you a reliable and repeatable starting place for setting campaign budgets in Feathr.
Below is a simple formula you can use as a starting place to determine how much to budget to designate for your campaigns. For this formula you'll need to know two things:
- The size of your Target Segment.
- The number of days your campaign will run.
Once you have determined the above information use this formula to determine your budget:
The above formula provides budget for one impression to be served to each user in your target Segment each day of your campaign. More likely than not, impressions won't be distributed that evenly as users have different browsing behaviors, but it's a good starting place to make sure you have enough budget to reach everyone you want to reach.
5 in this equation is the average cost per thousand impressions (CPM) usually spent on media.
E.g. If my campaign is targeting a Segment of 3000 users for 30 days, my budget formula would look like the below:
So the budget for my campaign would be around $360 in order to reach all of my target users once per day. Any budget estimates ending in decimals should be rounded up or down; the Feathr budget tool doesn't accept commas or decimals.
What type of campaign are you running? Is it a search keyword, lookalike, or site retargeting campaign? Each one should be allocated a different amount. We recommend the majority of your budget be allocated to registration driving, site retargeting campaigns. For example, a campaign retargeting the "visitors" section of your website, urging them to register for your event, and tracking event registrations as the conversion Goal should be allocated more budget than a search keyword campaign that is growing the number of your site visitors, who aren't necessarily spending their money and registering for your event.
How many ads do you want a user to see each day? There are 3 default Exposure Intensities when launching a campaign - light, medium, and heavy. They show an estimated of 3, 7, and 14 impressions per user, per 8 hours. If your campaign is set to "Heavy Exposure," you may want to allocate more budget so you can ensure the majority of ads will be shown to each user.
Be sure to reference the Campaign Ideas article to see our recommended campaign types, and build out your Project Plan. If you have a dedicated Customer Success Manager, they can also help you allocate appropriate budgets for each campaign.
Why might a campaign overspend? Occasionally, campaigns will spend more than their configured budgets by up to 5%. This happens when the campaign is showing ads and spending faster than can be reported back to Feathr. If you suspect your campaign has overspent beyond what is reasonable, contact [email protected], and we'll work to correct it.